The sustainable chair: Wash Less

The “clothes chair” is a symbol present in every home: a chair that often hosts piles of clothes that are not entirely dirty, but not clean anymore, creating a limbo between laundry and closet. This is a universal secret, a silent monument to our good intentions that collide with a busy life - so much so that it has become a popular interior design meme on Reddit.
This simple piece of furniture could prove to be an enemy of sustainability, contributing to pollution and waste of resources due to excessive washing of garments that remain on the “clothes chair” for days or weeks.



What if the famous “clothes chair” was no longer something to hide, but an elegant piece of design that could help reduce environmental impact?

A survey conducted by Beko Europe, through Ipsos Italia, revealed that approximately 6 out of 10 Italians have a specific place dedicated to clothes already worn. Thus was born the Wash Less project, an innovative idea that unites Whirlpool and the furniture brand Natuzzi, with the signature of designer Fabio Novembre. This armchair invites us to rethink our washing habits, offering a practical solution for clothes that are "not exactly clean, but not even washable", encouraging us to reduce unnecessary washing and demonstrating that sustainability and style can go hand in hand.



“It may be surprising that Whirlpool is promoting a seemingly counterintuitive concept: washing less. The reason is simple: we are aware that washing too much has a significant environmental impact and small changes in our habits can make a difference,” explains Mariana Rodrigues, Marketing Director of Beko Europe. “After more than a year of work dedicated to the Wash Less project, we are thrilled to finally present this original initiative, born from our partnership with Natuzzi and Fabio Novembre. The result is a beautiful product of extraordinary workmanship, an expression of the renowned quality and craftsmanship of these two Italian icons. This project does not simply convey a message, but embodies it. The designer chair is a tangible representation of this philosophy, a daily reminder to reconsider our habits. Statistics show that 24%¹ of Italians wash their clothes after just one use. The aim is to challenge this behavior and inspire change. The chair is not just a piece of furniture, but a symbol of elegant and sustainable solutions for everyday life.”



Pasquale Junior Natuzzi, Chief Creative Officer of Natuzzi, explains that “In this ambitious project, Italian craftsmanship, design and technology are at the service of sustainability. The Wash Less project reflects the identity of our brand, which has made research and innovation one of the pillars of a 65-year journey. I am confident that the public response will be wonderful, because sustainability must always go hand in hand with people's habits and behaviors, which in this case can evolve with great simplicity”.

Fabio Novembre’s design is both a comfortable armchair and a practical valet stand, which fits perfectly into any environment and encourages conscious care of clothing, while offering an elegant place to store it. This encourages a natural flow between wearing, airing, re-wearing and washing, thus reducing unnecessary washing, saving energy and water, minimizing damage to fibers and, ultimately, prolonging the life of clothes.
Made with a sturdy steel frame, the armchair is upholstered in Ecoplen®, an innovative self-cleaning fabric made from recycled PET bottles, which offers a pleasant surface to the touch and maintains a sensation of freshness by eliminating fungi, bacteria, viruses and odors. The design also reminds users of its sustainability function with the slogan “Wash Less”, embroidered on the seat.

In line with the social and environmental mission that inspires the chair, the launch is part of a vibrant marketing campaign that helps promote the core message "Wash Less to Impress". The campaign includes a thought-provoking art installation in Piazza Gae Aulenti in Milan: a giant chair covered in used clothes.